> **来源：[研报客](https://pc.yanbaoke.cn)** # 2025 Digital Video Ad Spend & Strategy Report Summary ## Core Content Overview The 2025 Digital Video Ad Spend & Strategy Report, now in its twelfth year, offers insights into the U.S. TV/video market, highlighting the evolving strategies and spending trends of advertisers. It underscores the increasing importance of digital video as a dominant channel, driven by its ability to deliver engaging, personalized, and shoppable experiences across platforms. ## Main Insights - **Content Quality is Top Priority**: Perceived content quality is the primary factor in TV/video ad spend decisions, though failure to deliver business outcomes is the leading reason for reducing or removing spend with a streaming partner. - **CTV's Growth**: CTV is rebounding with 16% YoY growth in 2024, reaching $23.6B in ad spend, and is expected to grow another 13% in 2025 to $26.6B, outpacing online video. - **Digital Video Dominance**: Digital video is projected to capture 58% of total TV/video ad spend in 2025, doubling its share in five years. - **Programmatic CTV**: Over 85% of CTV buys are now made programmatically, with 47% of inventory expected to be biddable in 2025, up from 34% in 2024. - **GenAI Adoption**: Nearly 9-in-10 digital video buyers are using or planning to use GenAI for ad creation, with 30% of ads currently built using GenAI and an expected increase to 40% by 2026. - **Business Outcomes**: Store visits and sales are the most commonly used business outcomes, with MMM and third-party measurement tools playing a critical role in tracking performance. - **Live Content Expectations**: Buyers have higher expectations for live content on streaming platforms, seeking real-time signals, interactivity, and incremental reach. ## Key Trends ### 1. **CTV and Social Video as Top Channels** - CTV is increasingly viewed as a key channel for driving business outcomes, rivaling social video in effectiveness. - Over two-thirds of buyers consider CTV a "must buy," with social video following closely. - Both channels are valued for their ability to offer large, engaged audiences and precise targeting capabilities. ### 2. **Programmatic CTV Evolution** - CTV is being bought through six distinct transaction methods, with programmatic activation becoming more prevalent. - Buyers expect a significant portion of CTV inventory to be biddable, which allows for more agile and data-driven ad buying. - The rise of programmatic CTV is reshaping the ad ecosystem, with a demand for more advanced capabilities and options. ### 3. **Business Outcomes as a Driver** - Business outcomes (e.g., store visits, sales, lead generation) are more important than traditional metrics like reach or impressions. - Small and mid-tier brands are more likely to prioritize campaign and placement-level KPIs for measurement. - The use of MMM and 3P measurement tools is on the rise, with three out of four buyers willing to share their conversion API with sell-side partners. ### 4. **GenAI in Creative Production** - GenAI is transforming the creative process, with 30% of digital video ads currently built using it and an expected increase to 40% by 2026. - Smaller brands are adopting GenAI at a higher rate, using it to create high-quality ads quickly and affordably. - Audience versioning is the top use case for GenAI, as it enables precise messaging to specific segments. ### 5. **Streaming Platform Expectations** - Buyers are holding streaming platforms to higher standards than linear TV, especially for live content. - Over 58% of buyers expect more capabilities and options when advertising within live content on streaming platforms. - Real-time performance optimization and interactive features are becoming critical for success in live content campaigns. ## Recommendations ### Key Focus #1: Programmatic CTV - **Use 1-2 Key DSPs**: For better audience management and frequency control. - **Expand Biddable Access**: While maintaining content quality. - **Preferred Biddable Tiers**: To enable more defined budget allocation. - **Transparent Targeting Options**: Include dayparts, genres, etc. ### Key Focus #2: Business Outcomes - **Enable Outcome Measurement**: Through rich contextual and model-ready data. - **Compatibility with MMM Platforms**: Facilitate direct data ingestion into buyers' analytics pipelines. - **Detailed Contextual Reporting**: Provide information on category, tone, duration, language, and live/on-demand status. - **Collaborate on Attribution Pipelines**: Including in-store data, footfall tracking, and retail media integrations. ### Key Focus #3: Live Content - **Unique Creative Triggers**: Use DCO based on real-time events to drive relevance. - **Real-Time Performance Optimization**: Provide feedback loops to adjust campaigns dynamically. - **Ad Format Standards**: Tailor ad units to CTV environments and consider live viewing habits. ## Conclusion The digital video market is evolving rapidly, with CTV and social video leading the charge. Advertisers are increasingly relying on programmatic activation, GenAI for creative, and data-driven measurement to achieve business outcomes. The report encourages the industry to embrace innovation and collaboration to unlock the full potential of digital video for both advertisers and viewers.